As anxieties around COVID-19 have segued into a deeper and more consistent malaise, a longing for simpler times has caused some people to reshape everyday behaviours around comforting goods and long-established rituals. How is this sense of nostalgia impacting beauty and wellness habits?

Unable to indulge in the in-person luxuries they enjoyed pre-pandemic, people are looking for new beauty rituals. And as self-care becomes a mantra during COVID-19, brands are diversifying their ranges, offering people body care alongside traditional face-focused skincare products.

Lush has launched a mood-boosting bath bomb that encourages people to switch off their devices and enjoy a long, hot bath. The brand is also donating money raised from the bath bomb to a fund that supports grassroots groups that focus on mental health and well-being.

People rarely give a second thought to the items used in everyday beauty routines, but a wave of challenger brands is shaking things up by offering luxurious and chic versions of everything from moisturizer to toilet paper. Why do these upgraded essentials appeal to Americans?